Consumers of different ages and across different locations have moved to digital channels as a means to engage with brands while they cope with the ongoing COVID-19 pandemic.

According to recent research conducted by the CMO Council, email reigns supreme as 91% of consumers rate is as the top communication channel followed by websites (61%), telephone (59%), in-person (49%) and SMS (43%). The report also states that when it comes down to consumer’s critical needs, 55% view email as the “could not live without” communication channel.

The stats point out the most valued traits of email communication, according to consumers, are that it is convenient (29%), trackable (22%), reliable (18%), fast (11%), trusted (8%) and personal (7%). Furthermore, according to the Content Marketing Insitute, nearly 9 out of every 10 marketers distributes content (organically) via email. Yet, consumers’ inboxes are flooded with irrelevant marketing emails which is quite frustrating for the recipients; and, consequently, leading to low open rates. The only way this can be resolved is by cutting through the clutter with highly-personalised emails tailored to the consumers’ specific needs and interests.

As for privacy, 25% of consumers are willing to share their personal data to gain a better-personalised experience and offers; with 22% willing to share data to receive better service and 15% to receive faster service.

The CMO Council survey covers six countries – the U.S., the UK, Ireland, Canada, Australia and New Zealand.

Professional Email Marketing | Powered by EmailOut.comOpen your Unlimited Sends one-month free trial today – after your first month with us you can switch to our FreeForever account giving you 12,500 sends to 2,500 contacts each and every month for free, forever. Corporate email marketing? Contact us.